Culture defines the behavior patterns that are distinguishing characteristics of members of a society. It gives the individual an anchoring point, an identity, and codes of conduct. Culture has 164 definitions, but all of them accept that culture is learned, shared, and transmitted across generations. Cultural awareness in business has been recognized over several centuries. When the East India Company came and initiated the spice trade in India in the 17th century, its members embraced Indian cultural values in order to integrate with society and promote business. To be effective marketers across cultures and ...
Get In Search for the Soul of International Business now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
